In the early Seventies, Steve Gorad ’63 had a profitable profession as a medical psychologist. He was in control of the alcohol unit at Boston State Hospital and had a personal apply, however he was stressed. “It wasn’t enough,” he says. “I was a long-haired hippie writing [draft exemption] letters for people who didn’t want to go to Vietnam. I had doubts about what we really knew about psychology. I was a seeker.” So when Gorad’s boss on the hospital refused to provide him break day to attend a 40-day religious workshop organized by a gaggle referred to as Arica, he stop. He immersed himself in Arica, turned his residence in Boston’s South End right into a commune, and traveled all through Latin America. “My response to most everything during those years was to say yes,” he recollects.

While residing in Chile, Gorad visited Bolivia. There he encountered quinoa, a grain thought-about peasant meals in Latin America and comparatively unknown elsewhere on the time. He was struck by its style, and intrigued when advised of its dietary worth. He started to check quinoa on frequent journeys to the high-altitude area of Bolivia, referred to as the Altiplano, the place it’s extensively grown, and by studying scientific papers. He realized that quinoa vegetation are sometimes resilient even within the face of drought, flooding, and frost. He realized, too, that quinoa’s protein content material is unusually excessive, starting from 16 to 21% (in contrast with lower than 14% for wheat and roughly 7.5% for rice). He additionally discovered that it incorporates all of the “essential” amino acids—those who should come from meals as a result of the physique can’t make them by itself—in proportions near the nutritionally preferrred ratio. “This makes the quality of quinoa protein roughly equivalent to that of milk (casein) or egg (albumin), without any of the disadvantages of coming from an animal source,” he has written. (Gorad credit MIT for giving him the instruments to judge the science behind these dietary claims. “MIT taught me the scientific method,” he says. “I can’t just accept claims because I’m told about them. I need to see proof, and that has served me throughout life—and certainly when it came to quinoa.”)

“I just had a sense that if I left the orderly path, my life wasn’t going to collapse. It would open into something else more exciting. And that is what happened.”

In the late Seventies, Gorad and two companions explored the potential of importing quinoa into the United States. James Silver, who was the top of buying at Erewhon West, a pure meals firm in Los Angeles, recollects listening to their pitch and realizing that quinoa’s dietary properties made it an alluring product. “Quinoa wasn’t available in the US when they began this, at least not in any commercial sense. Certainly in the natural foods industry it did not exist,” Silver says. When Gorad and his companions based Quinoa Corporation, in 1983, “they were the first, and for a very long time the only, importers of quinoa in the US.”

Gorad and his companions introduced ardour to their enterprise. “We were on a mission for quinoa,” he says, including that within the early days they met with consumers at pure meals markets, handed out fliers, and “served little paper cups of cooked quinoa.” They offered small quantities of the grain with this strategy however confronted challenges in scaling up and securing a provide to import. Much of the grain obtainable required in depth cleansing as a result of it was “full of stones, dirt, dust, plant particles, pieces of metal, glass, unidentifiable objects, and even rodent feces,” Gorad recollects. (Eventually, Quinoa Corporation developed a relationship with the tea firm Celestial Seasonings and used its industrial-scale equipment, together with gravity tables, to wash the product.)

One yr into the enterprise, tragedy struck. One of Gorad’s companions, David Kusack, took a day off from assembly with potential suppliers to go to an archaeological web site in Bolivia; whereas sitting on a hilltop, he was shot within the again. His loss of life was dominated a possible botched theft, however theories abounded: it was a case of mistaken identification, enterprise pursuits had been threatened by quinoa farmers banding collectively, the CIA was behind it, quinoa was cursed. Whatever the trigger, Gorad was devastated. “That almost stopped the project,” he says.

Quinoa Corporation continued however continued to face turmoil. For a time, the corporate labored with the massive pure meals distributors Eden Foods and Arrowhead Mills. But then these corporations started to repackage the grain below their very own names, in the end discovering their very own Latin American suppliers and severing ties with Gorad and his companions. Their enterprise struggled financially, even because the grain turned extra extensively recognized. “Quinoa Corporation never had the money to do everything we needed to do,” Gorad recollects. “Not once did we place an ad or commercial for quinoa. What we did was make banners and little red buttons that simply said, ‘Quinoa is here.’ That was it.” 


In 1986, Australia’s Great Eastern International purchased Quinoa Corporation, providing an infusion of capital that allowed the enterprise to broaden and distribute the grain within the US. Gorad and his companions bought gear to course of quinoa, employed extra employees, and spent their reserves on a big cargo of the grain. They had overestimated demand, nonetheless, and the corporate as soon as once more hit onerous occasions. In early 1988, Gorad resigned “in order to lessen the financial burden on the company,” he says. Even so, he continued to evangelize for quinoa. “I never felt I was taking myself out of the mission, out of the flow of things that needed to happen,” he says.

Over time, he watched quinoa’s reputation enhance. Between 2007 and 2013, the quantity imported into the US elevated tenfold, from 7 million kilos to virtually 70 million. Much of it got here from Bolivia and Peru, each of which noticed a sevenfold enhance in quinoa exports between 2005 and 2013. The United Nations declared 2013 the “International Year of Quinoa” to acknowledge the work of indigenous farmers within the Andes who cultivated the grain. José Graziano de Silva, then director common of the UN’s Food and Agriculture Organization, proclaimed quinoa “an ally in the fight against hunger and food insecurity,” because of its dietary advantages and skill to thrive below typically harsh agricultural situations. It was additionally hailed as a promising crop in a world going through local weather change. 

The surge in demand led to drastic modifications for indigenous farmers within the Andes. A pound of the grain, which offered for a mere 25 cents in 2000, started to command costs as excessive as $4. Anthropologist Emma McDonell has famous that this revenue allowed many farmers, who had lived at subsistence ranges, to “send their children to university, invest in new motorcycles and cars, build new houses, and buy farming technology to increase their harvests.” As the growth continued, nonetheless, small farmers confronted mounting competitors from bigger operations, together with international agribusiness issues. By 2014, the worth of quinoa had dropped to 60 cents a pound.

Newspaper accounts from the time additionally claimed that many farmers not ate the grain their households had grown for generations, opting as a substitute for less-nutritious noodles and rice so they might export their quinoa. But Gorad disputes this. “Not all of the quinoa they produced was exportable,” he says; the farmers he knew had sufficient for their very own households whereas nonetheless bringing in further revenue. “These people were dirt poor,” he says. “When the price of quinoa was going up, a lot of wealth came to Bolivia, which desperately needed it.” 

Still, he acknowledges that the quinoa growth had its casualties. In some instances, farmers’ members of the family who had been working within the metropolis got here again to the farm to assist out, he says. When the worth dropped, those that had deserted different work discovered themselves in bother. “In individual cases, there are people who got messed up,” he says. “But the original farmers were still better off in the end than they would have been without the increased sales.” 

Gorad himself didn’t reap outsize income from quinoa both. After leaving Quinoa Corporation, he consulted on numerous worldwide tasks, together with an effort to convey quinoa to Tibet. As distribution widened and new varieties had been cultivated, he distributed seeds and data to these curious about rising the grain within the US and overseas. “I think I did more work promoting quinoa after I left Quinoa Corporation,” he says. “I was no longer constrained by the need to work for the benefit of the company. I worked for quinoa!” This work was largely a labor of affection—for seven years, Gorad labored as a authorized assistant for a buddy in Manhattan so as to pay his payments. 

Today, Gorad lives in a Midtown skyscraper in New York, within the shadow of the Chrysler Building. He is retired and spends his days meditating and doing tai chi on the roof—a apply established lengthy earlier than covid-19 hit. (In truth, he sees the pandemic as a possibility for the private progress that comes with accepting change. Although odd life has been disrupted, “the bottom line is that we are still here, no matter what has been lost or changed,” he says.) He is fast to say that 20% of the flats in his constructing are hire stabilized, together with his, which he shares with a buddy. “Quinoa didn’t make me rich,” he says. “I wasn’t a businessman and I am still not.”

pouring quinoa


Gorad is effectively conscious of how uncommon his life’s course has been, contemplating the place he began. “I’m a Jewish kid from the Bronx. I’m a nerd,” he says. “Everything in my early life was programmed and planned. I just had a sense that if I left the orderly path, my life wasn’t going to collapse. It would open into something else more exciting. And that is what happened.” 

“I was using business to accomplish a mission,” he provides. “I learned that from Buckminster Fuller, who lectured at MIT: you should do what you do because it’s good for humanity.” 

In Gorad’s house, the kitchen and entrance corridor closet are full of quinoa from everywhere in the world: jars of pearly grains from Bolivia, packets of small white, purple, and black grains, samples of a darkish and sticky Canadian pressure, virtually like sticky rice. “I’ve been making cakes and breads with that,” he says, providing up a slice of a darkish brown loaf that’s dense and candy. “I still feel that there’s no other food that’s as good to my body as quinoa.”

Steve Gorad’s Quinoa Corn Chowder

¼ cup quinoa
½ cup potato, cubed
2 Tbs carrot, diced
¼ cup onion, chopped
1 ½ cups corn kernels
2 cups water
2 cups milk
¼ cup parsley, chopped
Salt and black pepper to style

Simmer quinoa, potato, carrot, and onion in water till tender (about 20 minutes). Add corn and simmer one other 5 minutes. Add milk and produce simply again to a boil. Season to style. Add parsley and a little bit of butter simply earlier than serving.

Steve Gorad’s Quinoa Corn Bread

2 cups corn meal
1 cup quinoa meal
1 tsp salt
½ tsp baking soda
1 ½ tsp baking powder
1 Tbs honey or brown sugar
1 massive egg, crushed
3 Tbs melted butter
2 ½ cups buttermilk

Grind uncooked quinoa in a blender to make quinoa meal.
Mix moist elements collectively. Mix dry elements collectively. Combine the 2. Bake in greased 9” x 9” pan or muffin tin at 425° F for about 25 minutes, or till golden brown.